TY - JOUR
T1 - Social media impact of tourism managers
T2 - a decision tree approach in happiness, social marketing and sustainability
AU - Galiano-Coronil, Araceli
AU - Blanco-Moreno, Sofía
AU - Tobar Pesantez, Luis Bayardo
AU - Gutiérrez-Montoya, Guillermo Antonio
N1 - Publisher Copyright:
© 2023, Araceli Galiano-Coronil, Sofía Blanco-Moreno, Luis Bayardo Tobar-Pesantez and Guillermo Antonio Gutiérrez-Montoya.
PY - 2023
Y1 - 2023
N2 - Purpose: This study aims to analyze communication from the perspective of social marketing, positive emotions, and the topics chosen by Spanish tourist destinations to show their destination image. Additionally, this research shows a message classification model, based on the aforementioned characteristics, that has generated a greater impact, offering clarity to tourism managers on the type of content they should publish to achieve greater visibility. Design/methodology/approach: The methodology used in this work combines content analysis and data mining techniques. The classification tree using the chi-square automatic interaction detector (CHAID) algorithm was selected to determine predictors of like behaviour. Findings: The results show that the predictor variables have been emotions, social marketing and topics. Also, the characteristics of the messages most likely to have a high impact are those related to emotions of joy or happiness, their purpose is behavioural, and they talk about rural, cultural issues, special dates, getaways, or highlights of a town or city for something specific. Originality/value: This study is the first to analyze the content of the tweets shared by destination tourism managers from a social marketing, positive emotions, and sustainability perspective, determining the possible predictors of likes on Twitter. The authors contribute to the literature by deepening the understanding of how social marketing and the positive emotions promoted drive a more significant impact in tourism communication campaigns on social media. The authors provide destination managers with a way better to understand the variables relevant to users in tourism content.
AB - Purpose: This study aims to analyze communication from the perspective of social marketing, positive emotions, and the topics chosen by Spanish tourist destinations to show their destination image. Additionally, this research shows a message classification model, based on the aforementioned characteristics, that has generated a greater impact, offering clarity to tourism managers on the type of content they should publish to achieve greater visibility. Design/methodology/approach: The methodology used in this work combines content analysis and data mining techniques. The classification tree using the chi-square automatic interaction detector (CHAID) algorithm was selected to determine predictors of like behaviour. Findings: The results show that the predictor variables have been emotions, social marketing and topics. Also, the characteristics of the messages most likely to have a high impact are those related to emotions of joy or happiness, their purpose is behavioural, and they talk about rural, cultural issues, special dates, getaways, or highlights of a town or city for something specific. Originality/value: This study is the first to analyze the content of the tweets shared by destination tourism managers from a social marketing, positive emotions, and sustainability perspective, determining the possible predictors of likes on Twitter. The authors contribute to the literature by deepening the understanding of how social marketing and the positive emotions promoted drive a more significant impact in tourism communication campaigns on social media. The authors provide destination managers with a way better to understand the variables relevant to users in tourism content.
KW - CHAID
KW - Happiness
KW - Social marketing
KW - Sustainable tourism
KW - Tourism destination
KW - Twitter
UR - http://www.scopus.com/inward/record.url?scp=85164341393&partnerID=8YFLogxK
U2 - 10.1108/JMD-04-2023-0131
DO - 10.1108/JMD-04-2023-0131
M3 - Article
AN - SCOPUS:85164341393
SN - 0262-1711
VL - 42
SP - 436
EP - 457
JO - Journal of Management Development
JF - Journal of Management Development
IS - 6
ER -